Genting Malaysia Berhad
Leveraging AI to Deliver Exceptional Theme Park Guest Experience

Genting Malaysia Berhad leveraged AI to develop a Virtual Queue solution on the SkyWorlds Mobile App to eliminate physical queues for guests and to improve crowd distribution control and ride capacity optimisation for theme park operators.

AIBP 2022 Malaysia Enterprise Innovation Award Winner

Project Summary

Genting Malaysia Berhad was founded in 1980 and they are principally involved in the leisure and hospitality business covering theme parks, gaming, hotels, seaside resorts and entertainment. Genting Malaysia’s shares have been traded on the Main Market of Bursa Malaysia since its listing on 22 December 1989, with current market capitalisation of US$ 3.36B (MYR 15.91B) and 2021 revenue amounting to US$ 880M (MYR 4.16B). They currently employ approximately 14,050 employees.

With majority of the Theme Park guests spending significant time queueing before they can enjoy most rides, the focus has been to shorten their guests’ queue time and maximise their visit at the park with Virtual Queue Reservation and Itinerary Planner from Genting SkyWorlds Mobile App. Guests are able to make reservations for selected attractions and experiences prior to and during their Genting SkyWorlds visit.

A Virtual Queue (VQ) solution that leverages on Artificial Intelligence (AI) capabilities was developed. Based on five algorithm modules, it has enabled the team with a more efficient crowd management system while dynamically reducing wait time for popular rides, as well as influencing guest behaviour using gamification and incentive recommendation to diversify the crowd to other attractions.

Genting SkyWorlds Theme Park Operators now have better crowd distribution control and ride capacity optimisation and guests no longer need to physically be in queues. As the region’s first AI powered VQ solution, there is huge potential for expanding this solution to other amusement parks.

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